Essentials of Marketing Research
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商品簡介
作者簡介
作者:Joseph F. Hair
現職:Jr.-Kennesaw State University
作者:Mary Wolfinbarger
現職:California State University-Long Beach
作者:Robert P. Bush
現職:University of Louisiana Lafayette
作者:David J. Ortinau
現職:University of South Florida-Tampa
目次
PART Ⅰ: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs
PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Reporting and Presenting Results
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